What’s working

in dairy, fats and oils

Campaign updates and category trends
Talking points: dairy, fats & oils
Supporting family life remains
a key association for dairy
brands worldwide
Puck cheese challenged cultural inequality during
Ramadan with a campaign that encouraged Saudi
men to help women cook.
YiYang milk in China cut through New Year’s
marketing clutter with messaging that focused on the
importance of supporting one’s parents.
Wall’s ice cream brought attention to family
sacrifices in Pakistan during Eid holiday to increase
consumption.
Zolotoy Standard ice cream developed a branded
primetime TV game show to bring families together in
Russia.
Mobile-led media campaigns
enable geolocation targeting
and message personalisation
Vigor Mix enhanced in-store consideration for a
spread product launch in Brazil with point-of-sale
targeting.
Personalised and contextually relevant mobile
messages drove sales for Holanda’s Mordisko ice
cream in Mexico.
Faixa Azul partnered with a popular recipes app to
produce content dedicated to the promotion of
premium cheese usage in Brazil.
Social engagement campaigns
are enhancing dairy product
relevance among young
consumers
YoMost yoghurt connected influencer social
conversations with youth in Vietnam to boost sales.
Unilever’s Cornetto brand targeted youth with social
platform collaborations in India and millennials in
China through interactive brand activations.
Family focus
MENA

Puck targeting males

Cultural demographic shift drives
sales
21.8% 6.5:1
Puck (Arla Foods) cheese used a provocative film to increase share YOY ROI
of voice and market share in Saudi Arabia during Ramadan. increase in
sales
Objectives
Break through the Ramadan ad clutter with traditional promotions
and recipe-led communications to make the brand more relevant.
28.3%
Insight
84% of Saudi women believe men would rather do other activities
increase in
than helping them during Ramadan and 86.8% of men feel that top-of-mind
cooking is solely a woman's job. awareness
Takeaways
Strategy
• Play an additive role in local society by promoting
A brand that typically targeted women shifted its demographic focus
shifts in cultural norms
to men. The ‘Cook with Her’ campaign challenged deep-rooted
cultural inequality during Ramadan by encouraging Saudi men to We created a custom lens,
• Getting consumers to rethink common practices
help women cook. A provocative film encouraging men to cook with encouraging men and families earns attention and respect
the women in their families during Ramadan was promoted via
social media, with supporting branded content recipes for ‘Her and
to put on the chef’s hat and
• Content that directly targets men can appeal to, and
Him’ on Puck's website. The initiative was amplified with a share their cooking influence, women
Snapchat partnership. experiences. The content
gained expansion with organic
influencer endorsement.
Read the full case study on WARC
Puck needed to find a deeper meaning to
earn the attention of urban Arab Saudi
women, through a contemporary
conversation during Ramadan, in a
socially-impactful and fame-worthy
manner.
Puck case study
Asia

YiYang cutting through clutter

Target audience shift drove
awareness and share
17m 45m
campaign campaign
YiYang, a Nestlé milk brand, drove share increase by
appealing to adult children of seniors in China with a video views clicks
campaign that encouraged them to support their parents’
health.

Objectives
Boost sales by increasing awareness among young
37.6%
professionals. increase in
market share
Insight
The 50+ demographic in China is a category that is growing Takeaways
but is underserved by dairy brands.
• Joining up marketing messages with in-store
Strategy activities is key to turning awareness and favorability
‘Weixiao’" (acts of daily care to parents) was the cultural hook into purchases
for the ‘Love Creates Possibilities’ campaign during Chinese
New Year. YiYang illustrated parental care through WeChat
This campaign helped us • Appealing to cultural emotional connections can cut
videos, Weibo ads and in-store point of sale material build both brand through holiday marketing clutter
featuring celebrity Ella, sharing her personal story. awareness and sales • Holiday marketing is an ideal time to deliver family-
conversion, helping us focused messages
attain the top market share
for this category.
Read the full case study on WARC
Asia

Wall’s holiday marketing

Emotional digital videos build sales
9.2m 19%
Wall’s ice cream (Unilever) cut through clutter in Pakistan
during Eid holiday with an emotionally engaging film. YouTube video CTR
views
Objectives
Build a stronger relationship with housewives and mothers by
making frozen desserts a part of their regular lives.
31%
Insight
To reach this audience meant tapping into family moments sales growth
and occasions. Wall’s could be established as a source of joy
at major holidays.
Takeaways
Strategy
The brand activated an unconventional emotional video • An emotionally compelling story has the power to
The conversation on digital engage audiences profoundly and increases
campaign around the festival of Eid, focusing on the sacrifice
of family members who cannot take part in the celebration helped us gain reach since shareability of the content
because they are busy helping others. An emotional film on Wall's online audience is twice • Tapping into consumer emotions during cultural
YouTube and Facebook targeted mothers and housewives by
featuring the story of a father's sacrifice. This was supported
that of TV. This meant that to holidays drives growth
by celebrity PR and social posts. really deliver the message to
our target audience, a heavy
presence on digital was a
must.
Read the full case study on WARC
Europe

Zolotoy Standard connecting families

Multiplayer contests build reach
7% 20m
Zolotoy Standard (Unilever), an ice cream brand, aimed to bring
Russian families together through multiple forms of relevant YOY sales campaign
media. increase reach
Objectives
Build a stronger brand image while positioning the brand as a treat
for the whole family.
4k
Insight
Wives and mothers aged 30-45 unite families around themselves registered
but sometimes it's hard for them to find common activities when game users
everybody has their own interests or gadgets and is watching their
own content. Takeaways

Strategy • Branded content on mainstream platforms is a non-

Creation of exclusive multimedia branded content including prime invasive messaging strategy to reach families
time TV game show ‘My Dad is Better than Your Dad’ on a
• Audiences will engage in games and contests with
popular family channel, and a digital contest show extension
opportunities to win prizes
where users could play different branded games. Virtual
integrations in the contest emphasised how ice cream gathered all
We developed content
family together in common activity as each family member could that was interesting for
use a mobile phone to play in multiplayer mode, enabling families all ages, for parents
to play as a team for a chance to win a vacation.
and their children.

Read the full case study on WARC

Mobile targeting
LATAM

Vigor product launch

Mobile campaigns build
awareness
11m
Brazilian dairy and food company Vigor launched a new reached
spread line called Vigor Mix in a campaign based solely through
on mobile media. campaign

Objectives
Launch a high-profile product without investing in 120k
traditional media through a media campaign that was
entirely digital. guided through
geolocation technology
Strategy to the point of sale
‘You never tried a product like this’ messaging entailed a Takeaways
series of films showing consumers clamoring for Vigor
Mix. Geolocation limited messages to consumers who • Geolocation can be used to deliver messages to very
drove, walked by or frequented specific strategic specific areas – this is useful for instances where
supermarkets carrying trials and sales throughout the products may be available or on offer only in certain
country. Ads presented the product, drove product trials, areas
enhanced consideration and pushed to sale. After
interest was generated the campaign directed • Mobile plus in-store is a powerful combination
consumers to points-of-sale with ads delivered in retail Mobile generated
outlets. awareness, leveraged
consideration and really
enhanced sales.
Read the full case study on WARC
An important factor of success compared to our
other location-based campaigns was
understanding the importance of carrying
through the entire journey on mobile. Presenting
product videos, consumer testimonials, driving
consumers to the POS, strengthening brand and
product message at all times in the consumer’s
mobile device.
Vigor case study
North America

Holanda mobile targeting

Personalised mobile messages drive
sales
9% 40%
Holanda (Unilever), launched Mordisko, a cookie-based ice market share YOY sales
cream, with the help of mobile technologies and personalised increase increase
messages in Mexico.

Objectives
Change consumer perceptions that ice cream is for special 10%
occasions and shift the product into the ‘snack’ category.
brand equity lift
Takeaways
Insight
Mexicans are snack lovers but think of ice cream as a treat • Reframing product consumption occasions can drive
rather than a snack that will satisfy hunger. growth

Strategy • Varying creative based on geography and behaviour

'It's time for a Mordisko' campaign generated brand awareness We entered with 7% share can boost awareness and relevance
by presenting Mordisko as the coolest way to ease hunger of market to compete in the
instead of typical snack choices. It used programmatic dynamic
creative optimisation to deliver over 1,000 personalised mobile sweet snacks category,
display ads based on consumer interests reflected in viewing proving that mobile
history.
programmatic, geolocation
and message
personalisation can achieve
important business results. Read the full case study on WARC
LATAM

Faixa Azul educating consumers

Unique content partnerships drive
product consumption
11m 80%
campaign video retention
Faixa Azul, the 70-year-old premium cheese brand in Brazil, increased
sales and overcame its outdated image by investing in digital, PR and reach rate
events.

Objectives
Dominate the premium cheese category with a digital media strategy to
generate brand engagement and consideration with new targets.
25k 15%
shares increase in
Insight product line
Brazil is a country with a very low consumption of premium cheese due sales
to higher cost than processed cheeses. Takeaways
Strategy • Take charge of a category through multi-platform
Multimedia campaign included all creative formats on Facebook and consumer education
Instagram, a multi-platform website, a recipes mobile app, short digital
videos and web-series. Numerous unique partnerships were formed • Multiple brand events and media touchpoints ensure
including an educational series. The brand site had a special channel
Mobile was key in its ability to broader audience reach
with a digital web-series and on the Tastemade food site consumers make our content reach
could access several videos, stories and interactive formats for recipes • Use contextually relevant partnerships to increase
precise potential consumers, brand exposure and engagement opportunities
and ideas. A mobile recipe app was launched with Tudo Gostoso, the
biggest recipe editorial player in Brazil, with a dedicated Faxia Azul who lived near point of sale
channel to show consumers how to use premium cheese. and were within the profile we
were looking for.
Read the full case study on WARC
After the results achieved by the end of
the year, surpassing record sales of
Parmesan cheese and increasing sales
on the entire product line, digital
became the main communication
channel for the brand.
Faixa Azul case study
Engaging youth
Asia

YoMost youth aspirations

Relate to youth through inspirational
influencers 52% 9.1m
YoMost, a yoghurt brand, reversed its declining sales by launching a sales growth engagements
social and mobile campaign that spoke to young Vietnamese's desire
to do more with their lives.

Objectives
1.72m
Return to roots as a youth brand to counter declining share in a Fotoku app
category where other players were growing.
engagements
Insight
Young adults in Vietnam believe they have the opportunity in life to
enjoy their freedom. But the group lacks resolve – low confidence, fear Takeaways
of social judgement and family pressure are all barriers.
• Youth audiences respond to campaigns that help
Strategy them overcome their insecurities
The campaign firmly activated
‘Fuel your passion’ video campaign targeted youths through • Motivate and engage young customers with music
partnerships with 12 influential youth leaders who shared their stories
YoMost's purpose on a broad
and musicians
on Facebook. Additionally, a campaign music video featuring passion footprint of young
Vietnamese rapper Suboi encouraged the group to pursue what adults with the powerful • Use activation tactics like virtual rewards to join
motivates them. Content was shared on social media platforms and social activity up with sales
YouTube, directing consumers to Fotoku, a virtual reward platform, #TLPN platform and
where they could redeem a yogurt coupon by posting a photograph connected social
conversations to commerce.
Read the full case study on WARC
Asia

Cornetto youth initiative

Advertainment builds brand attributes
A series of Cornetto-sponsored events and content solutions gave
teenagers in China an opportunity to connect while interacting with
the brand.

Objectives
Re-engage with Chinese teenagers and show that Cornetto is a
youthful and vibrant brand to grow the category.

Insight
Chinese teens are shy and restrained by family and social
pressures, making it hard for them to show feelings and love.
Social networks are their preferred source of communication, so Takeaways
they use emojis or memes to articulate attractions.
• Branded social messaging is a powerful way to reach
Strategy a youth audience
Introduce digital ‘Cornetto Love Note’ confession messages as the Romance and dating have
conduit that brought teens and their crushes together. An • Offline activation, such as a presence at festivals,
interactive mobile site helped teens send sharable GIFs with always been appropriated by can be used to complement a digital-led strategy
scripted templates or their own sentiments. The recipient had only brands and they have used
a few seconds to view before the content ‘melted away’. Additional
executions included ‘confession’ vending machines placed in
this space in both
popular dating spots around China to dispense customisable communication and
Cornettos. consumer engagement
initiatives.
Read the full case study on WARC
Asia

Cornetto millennial targeting

Social app tie-ins reach youth
Cornetto (Unilever) used the message of ‘love’ and social video to
target young people in India.

Objectives
Recruit new consumers, drive relevance and preference to expand
the category and maintain established brand symbolism of ‘love and
sharing’.

Insight
Love and dating is an important part of millennials' lives and the
moment of realisation that there is more than just friendship
between two people generates a deep-seated tension. Many find
this stage of their relationship very difficult and hesitation and fear of
rejection is extremely high. Takeaways
• Collaborate with leading social media platforms for
Strategy content placement and targeting to reach youth
Establish the brand as a symbol of ‘love and sharing’ through a
series of short videos in the form of lifelike WhatsApp chat window
This campaign resulted in • Content should be adapted so that it sits naturally in
conversations. The videos were developed in collaboration with an increase in social media each social platform
Terribly Tiny Tales, a storytelling social platform that is prevalent interaction as well as
among millennials. The videos were distributed on Facebook,
Instagram and twitter using age and relationship status targeting mentions in leading dailies,
parameters. regional news channels and
websites.
Read the full case study on WARC
More from WARC
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